Clients are taking a closer look at their agencies, and their reviews are not motivated by cost considerations, but instead by business performance issues. And to pass the test, agencies need to demonstrate creative and strategic aptitude, according to Avidan Strategies survey results revealed in a recent Forbes article. Indeed, clients are most often looking at the quality of creative ideas and strategy (90% of respondents) when evaluating agencies. This is consistent with CMO Council survey results from January, in which multinational marketers were most likely to say they look at strategic contributions when reviewing or evaluating agencies.
That study, though, found creative excellence to rank further down the list of attributes, behind agency efficiency and effectiveness. Among the AviDan survey respondents, three-quarters believe that understanding the client’s business is critical, with fewer looking at integration and coordination (56%) and implementation and follow-through (48%). Read the rest at MarketingCharts.
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